Technology and Out-of-Home
While technological innovation is widely regarded as an important driver of change in the advertising business, assessing the likely impact of new technologies is difficult and often confusing. At a minimum, evaluation of developments requires a sound understanding of the communications system in question and the role of various technologies within it.
The out-of-home channel encompasses an array of media that exploit the presence of people in public places to deliver commercial messages, often leveraging the physical and social contours of the environments in which these messages are received.
Until late in the 20th century,...